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The Intersection of Online Video and Email Marketing

The Intersection of Online Video and Email Marketing

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The Intersection of Online Video and Email Marketing

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  1. Justin Foster Founder & President, Video Commerce Consortium Co-Founder & VP Market Development, Liveclicker Founder & Past President, Email Marketing Roundtable 253.988.3183 The Intersection of Online Video and Email Marketing

  2. Program • Why Video? Why Now? • Challenges • Email Marketing Drilldown • What’s possible right now? • What are the advantages and drawbacks? • What are some high-level best practices? • Emerging Technology Discussion • Peter Horan, CEO Goodmail Systems

  3. What’s driving online video? Video’s Rapid Growth • Rising Broadband Adoption • Everyone’s a Producer • Publish Anywhere • Create Interaction Worldwide broadband penetration by population Q1 2008 through Q2 2008Source: Point Topic, Sept 2008 Web Connection Speed Trends - Home Users (US)Source: Nielsen Online, Sept 2008 Web Connection Speed Trends - Work Users (US)Source: Nielsen Online, Sept 2008

  4. Video: A key focus in 2009. Source: Permission TV Interactive Marketing Study, January 2009. n= 400 Senior Level decision makers

  5. The current state of video in email The Long and Short of it: Source: The Current State of Video in Email, Campaign Monitor, January 2009. • Animated .GIFs still rule • Externally referenced only • Embed = deliverability issues

  6. Yay! Animated .GIFs!

  7. Rethinking the Animated .GIF

  8. Rethinking the Animated .GIF • Benefits • Higher CTR, CVR • Attention grabbing • Works in [almost] all email clients • Drawbacks • No sound • Frame rate limited to 10 per second (higher unstable in IE) • Huge files (Up to 2MB – 10MB per video per email) • Depends on several factors • Processor intensive • Cost/benefit (bandwidth costs)

  9. Rethinking the Animated .GIF • Best Performance • Fewer colors • Shorter clip • Fewer frames per second • Smaller “player” • Best Experience • Bigger “player” • More colors • Higher frame rate

  10. CTR/CVR Examples • Bluefly • 5% increase CTR – simple animated .GIF • 12% increase $ spent • Internet Retailer, April 2008 • MarketingSherpa • ~300% increase CTR v. average CTR • VHD Technology, Jan 2009. • SAP • Increased CTR from 7% to 32% • VHD Technology, Jan 2009. • Olympus • 49% increase in CVR over several emails. • MarketingSherpa, April 2007

  11. Best Practices Still Emerging • Loop vs. no loop? • “Player” treatment • Play button • Play progress • Player size • Frame rate impact • Impact of post-roll • Deliverability has not been an issue. • Cost/benefit will not pan out for all senders. • Start with small, simple A/B test

  12. Justin Foster Founder & President, Video Commerce Consortium Co-Founder & VP Market Development, Liveclicker Founder & Past President, Email Marketing Roundtable 253.988.3183 Thank You!